Data-driven design decisions: A/B testing your way to a winning UI

Published on:
May 24, 2024

App stores are teeming with billions of mobile apps. For your brand app to attract your target audience and convert them to a profitable action takes consistent trial and effort. While ease of use and functionality rank high on user requirements, you must test several UI design iterations in a natural environment to arrive at a winning UI option.

UI designs are continuously evolving to create a delightful and seamless experience for the users. Understanding the user requirements and meeting the business goals are among the primary goals for a good and winning UI design. Various UI design elements are tried to offer users an enriching experience.

Design isn’t what it looks & feels like. Instead, design is how it operates.” – Steve Jobs.

A UI is critical as it can make or break the user experience. It plays a vital role in determining whether users will return to the website or application. Deploying A/B testing before finalizing the UI design can go a long way in bringing an optimal product to the users.

In this MarsDevs article, we examine the best way to process A/B testing for a winning UI. So, let’s get started!

The Role of A/B Testing on UI Designs

However, it isn’t an iterative process to choose a winning UI design. Several design elements and their combinations must be tried to gauge the one that serves the requirements best.

The Role of A/B Testing on UI Designs

Manual testing of UI design is time-consuming and subject to human error.  A/B testing or split testing encompasses experimenting with two UI design variants to check for better performance. A UI design that compels users to click on the CTA button can be considered a winning UI design.

A/B testing takes the guesswork out of deciding on an optimal UI design for a webpage or a mobile application. Users can participate in this process of deciding the best UI design. The target users are also empowered in UI decisions. The UI design choice process becomes more democratized as users interact with several design versions and offer feedback.

Companies can deploy that U indicating an enhanced user experience and high conversion.

Essentials for A/B testing the UI

Essentials for A/B testing the UI

Be clear about the testing goal – whether target audience requirements, efficiency of the UI elements, or business goals. Identify the A/B testing metrics. It must be a collaboration with all stakeholders such as the marketing and development teams.

Test one variable at a time to understand the implications of the changes. This will facilitate data-driven UI design changes. The results obtained from testing must be duly consolidated, collated, and analyzed to glean insights into the preference for a particular UI design. The ease of use of a UI indicates its effectiveness. 

Users must seamlessly navigate through the application or website with a positive experience. This usability can be tested through customer preferences and conversion rates. The analysis of A/B testing facilitates data-driven decisions on UI design implementation. The key metrics that were outlined have to be reviewed. 

Conversion rates are crucial to a good UI design and the performance of a mobile application or website. Higher conversion translates to better business and revenues. The essential parameters that contribute to higher conversions must be identified and tested. 

A/B testing of UI design enlightens on factors like user behaviors, heat maps, and user journeys. A/B testing allows design versions to be tested for strengths and weaknesses.

Data that can be gleaned from A/B testing of UI design

  • Higher conversion rate
  • Reduced bounce rates
  • Increased user engagement
Data that can be gleaned from A/B testing of UI design

UI Elements

Any app or web page has several UI elements that contribute to the success of the UI design. It goes beyond the aesthetics of the design layout. The strategic placement and incorporation of the UI design elements to facilitate a delightful user experience and initiate click-throughs is a parameter of the effectiveness of the UI design.

A pleasing, intuitive, and efficient UI design builds brand loyalty. It also enhances brand recognition. This draws more repeat users again to the app and new users too. Users must find the interface comfortable. 

The navigation must be easy and not hefty. Users prefer to see the progress bar when a task is being completed. The UI design must address users of different skill levels. 

  1. Data type errors can be identified during UI design A/B testing. These could include field widths and valid data for certain fields.
  2. The working of scrolling tables and drop-down lists can also be examined during the testing of the UI design.
  3. The ease of using the navigational buttons comes to the fore during A/B testing. The buttons must direct the users to the appropriate page.
  4. Checkboxes are used in several app forms for users to select from one or more options.
  5. Radio buttons are circular checkboxes wherein users can choose one option.

In the words of Brenda Laurel, an independent Scholar, “Design isn’t finished unless somebody is using it”.

Final Words:

A/B testing of UI design helps in making informed decisions based on user data. Any design or navigational errors in the UI can be identified. When a company has to choose from 2 UI designs, A/B testing can gauge the user experience and functions in the real environment. 

Check out the advantages of collaborating with us. The data derived from the testing can facilitate an informed choice of UI design. 


  1. Why is A/B testing crucial while selecting a UI design?

A/B testing helps optimize and enhance the digital experience. It involves comparing 2 or more versions to identify the better-performing UI design. 

  1. What are the advantages of A/B testing when firming up a UI design?

Two or more variations of a mobile app or webpage can be compared and tested to identify the version that drives the business goals.

  1. Name a few features that are tested for UI A/B Testing!

Some of the features of UI that can be tested for the best variant include user engagement, user satisfaction, user-friendly design, and ease of navigation.

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